LOS ANGELES — Contemporary women's label Ella Moss is expecting a new addition to its family.
Little Ella, targeted at two- to seven-year-olds, arrives in stores this fall after the spring launch of the Little Ella tween line, for girls age seven to 14.
"We decided to launch to fill a new need in the market," said Pamella Proetzel, designer of Ella Moss and Little Ella. "I have a lot of friends who are new mothers who wanted something fun and girly but fashionable as well."
Distilling Ella Moss' signature whimsy into five groups, Proetzel created an 18-piece collection that has style cred.
"We like to take a lot of Ella Moss' little elements like lace details and striping and tailor it down to cute shapes for little girls," Proetzel said.
The collection features an array of mini Ella Moss styles such as floaty soft tops, tunic hoodies and dresses in broad horizontal sherbet and jewel-toned stripes, taking a cue from Ella Moss' signature striped Laurel styles. Little Ella's Stardust Lace group, such as a gossamer Empire-waist dress in creamy diamond-patterned lace, similarly replicates stylings from the adult line. Floral prints explode on bohemian buttercup print blouses and dresses, while the Coco collection concentrates on A-line dresses, princess sleeves and bold candy colors.
"It's fun, it's bright, it's playful," affirmed Proetzel. "We've kept the same soft, cozy quality that Ella Moss has and brought it to the children's market."
Wholesaling from $19 to $33, Little Ella will be sold nationwide at Barneys New York, Lesters and Kidville in New York, Ron Robinson at Fred Segal, Lisa Klein Kids and Blue Bee Kids here. First-year wholesale volume is estimated at $2 million.
Mo Industries, based here, is the brainchild of law school graduate Moise Emquies. The company was founded in 1992 with the launch of Leopold, a contemporary line designed by Proetzel. Upon the closing of that line nine years later, Emquies developed Splendid, a casual contemporary collection, in 2002. Since the launch, the brand has grown to incorporate a men's line, Splendid Mills, and baby collection, Splendid Littles, in 2005. Proetzel took the design helm of Emquies' second venture, Ella Moss, also launched in 2002, overseeing the addition of two new lines in 2007, Ella Moss Girl and Ella Moss Black Label.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
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Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast